Separately, the Ascend2 survey respondents indicate that social media is the most difficult tactic to execute, ahead of SEO and mobile.

Overall, the vast majority of respondents feel that digital marketing effectiveness is increasing, though most say only marginally. Increased lead generation (58%) tops increased conversion rates (48%) as the most important goal of a digital marketing strategy, while inadequate budgets are considered the biggest barrier to success.

About the Data: The results are based on a survey of 275 marketing professionals in March 2016. Some 66% of respondents count B2B as their primary marketing channel. A slight majority (53%) come from companies with at least 50 employees.